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1、Porsche,Guarding the Old While Bringing in the New,Porsche：,Introduction,contents,SWOT Analysis,4Ps Analysis,Prospect&Recommendation,Cars(汽车总动员）,Have you ever seen the movie?,Porsche 911,Introduction,Introduction,Brand:PorscheAGLocation:Stuttgart,GermanyBusinessScope:High-endautomobilesMainproducts:
2、911,Boxter,Panamera,Cayenne,Introduction,Porsche365,Porsche911,Porsche914,Porsche Boxster,Cayenne,Panamera,Introduction,SWOT analysis,SWOT analysis,Opportunity,Threats,SWOT,Firms Brand Name and Resources,Demand for Product Size of Market,Low Product Awareness Poor Facility,Bad Economy Competitors,We
3、akness,Strength,SWOT analysis,Strength,Strong Brand Image History&LoyalistsAdvanced TechnologyDiversification Of Car Models The Entry-level Model&The Higher-end Model,Strength,SWOT analysis,Strength,Achievers Profile,Porsche was founded in 1931In the past 83 years,Strong Brand Image,Financially Succ
4、essful People,SWOT analysis,Strength,If I were going to be a car, Id be a Porsche.,SWOT analysis,Strength,Advanced Technology,SWOT analysis,Strength,Advanced Technology,Variable Turbine Geometry,SWOT analysis,Strength,Advanced Technology,Superior Engineers Team,SWOT analysis,Strength,Advanced Techno
5、logy,Superior Engineers Team,SWOT analysis,Strength,Diversification Of Car Model,911,SWOT analysis,Strength,Diversification Of Car Model,Panamera,SWOT analysis,Strength,Diversification Of Car Model,Cayenne,SWOT analysis,Weakness,Fierce CompetitorsThe Traditional Model Of High-fuel consumptionLacking
6、 Price Advantage,Weakness,SWOT analysis,Weakness,Ferrari,Lamborghini,SUPERCAR,Fierce Competitors,SWOT analysis,Weakness,SUV,Landrover,BMW X,Fierce Competitors,SWOT analysis,Weakness,High-fuel consumption,SWOT analysis,Weakness,Lacking Price Advantage,SWOT analysis,Opportunity,Famous brand represent
7、faction and trend.The conbination with VW（大众汽车）The develop of Chinese market,Opportunity,SWOT analysis,As the represent of sport car faction Sporsch aways in the front of faction.,Opportunity,Its peoples nature to trace faction in luxury and high-end market.,SWOT analysis,The conbination with VW,The
8、 VW provide:Stable cash flow Helping in its distribution channel.for Porsche its a good chance to strengthen its power.,Opportunity,Before the conbination,high debt rate lead to high operational risk for Porsche.,SWOT analysis,Opportunity,The development of Chinese market.,China is one of the four b
9、ig acients with 14hundred million people which is also one of the fastest growing economies in the world.,SWOT analysis,Opportunity,In 2009,Chinese car production and sale is 13.791 million of 13.6448million respectively,surpassing the US,known as the worlds car production and marketing power.In 201
10、2 Chinese annual production of 19.2718 million an 19.3063 million respectively,the worlds first for four consecutive years.,SWOT analysis,Opportunity,Porsches sales in China (20012010）,The development of Chinese market.,SWOT analysis,Threats,Global Economic Slowdown The price of fuel oil increaseChi
11、nese market competition is stiff,Threats,SWOT analysis,Threats,The environment of global economic may limit the speed of Porsches development.,Global Economic Slowdown,SWOT analysis,Threats,The price of fuel oil increase,Oil price trend over 35 years,SWOT analysis,Threats,The price of fuel oil incre
12、ase,Porsche with the character of high oil consumption facing more challenge.,People concen more about Energy-saving and green power .,SWOT analysis,Threats,A large number car firm want to occupy there too.,Chinese market competition is stiff.,4Ps analysis,4Ps analysis,product,1948 Porsche365,4Ps an
13、alysis,product,1963 Porsche911,Porsche is a unique company. It has always been a niche brand that makes cars for a small and distinctive segment of automobile buyers.Porsche owners are as rare as their vehicals,Classic Sports Cars (Exclusivity),4Ps analysis,product,4Ps analysis,1950s 1960s AG Porsch
14、e 356 Porsche 911 two most popular models of Porsche Engine: air-cooled four six-cylinder “boxer”motor Target:narrow segment of financially successful people Enjoy driving, they are car enthusiasts,product,1970 Porsche914,cheap and underperforming,Entry-level Sports Cars（From niche to numerous）,chea
15、per than 911Although these cars were in many respects sales successes, the Porsche faithful cried foul. They considered these entry-level modles to be cheap and underperforming.,4Ps analysis,product,1993 Boxster,Roadster (Return to its roots),It recognized the error of its ways and halted production
16、 of the entry-level models. It rebuilt its damaged image by revamping its higher-end model lines with more race-bred technology. Porsche once again targeted the high end of the market in both price and performance.,4Ps analysis,product,4Ps analysis,1970s Porsche extend its brand outside the box 924
17、944 entry-level model different level of people can afford The loyalists never accept it as porsche Fierce competition with Nissan Toyota BMW Datsun 280-ZX and Toyota Supra cheaper and faster then 944,product,2002 Cayenne,SUV,Guaring the old while bringing thr new,Jump into the SUV market,4Ps analys
18、is,product,2009 Panamera,Guaring the old while bringing thr new,Invent Panamera,product,4Ps analysis,4Ps analysis,product,1990 Porsche sale had plummeted and the company flirted with bankruptcyLate 1990s 2000s Target the high-end model lines with more race-bred technology 2002 last car company to ju
19、mp into SUV market .Invent Cayenne,4Ps analysis,Price,Porsche dont cut down its price. But rice its quality and service . keep focus on high-end sport entry class of a certain cars price is lower than the competitor.,4Ps analysis,Place,Jiecheng(捷成)is the biggest distributor in china,4Ps analysis,Pro
20、motion,Now , Porsche s product is limit ,and the customers need is biggerIt didnt made promotionFor Porsche ,no promotion is the best promotion,Prospect&Recommendation,Prospect,Achieve its global sale target,Develop new market,Recommendation,Continue to expend its marketing network to seize global market , especially china.,Co-operate with other companies,Maintenance of image,Recommendation,Invest to research and development of new model,Recruit more professional,Make targeted plan（cheapest Macan）,THANK YOU.,